The Visual, the Verbal, & the Video

You’ve read all the reports in the media about how effective video is for converting visitors into customers.

For example:

Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. – Comscore, August 2010

52% of consumers say that watching product videos makes them more confident in their online purchase decisions. When a video is information-intensive, 66% of consumers will watch the video two or more times. – Internet Retailer 2012

59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. 80% of executives are watching more online video today than they were a year ago. – Forbes Insight, December 2010

Recently, we even compiled a list of the 11 Best Explainer Videos of All Time. It’s worth your time to review great examples of explainer videos, but the real question is: what does a video need to do in order to drive message retention and conversion? To fully understand what makes an effective explainer video, you really have to investigate how the brain processes information.

Infographics and great web copy can each be effective in their own way if they stimulate the imagination of the consumer. For greater effectiveness in creating lasting impressions, though, you need video. Videos can be the best of two worlds. The auditory and the verbal processing area of the brain are activated simultaneously and this results in dual-codes and improved memory, dual-coding theory.

Dual coding theory refers to the simultaneous activation of the visual processing area and the verbal processing areas of the brain. This results in two memory traces being created in the brain.

When a video connects with the consumer along both channels acting in unison, the consumer deeply comprehends the message being delivered. Of course, everyone’s brain operates uniquely, and some people are more visual, some are more auditory learners. Putting dual-coding into practice allows each viewer to be catered to individually, in the most effective manner.

Animated videos have proven effective because they send information to both the visual and verbal processing areas of the brain creating two memory traces and, hence, memories that are stronger and more elaborated. Information presented by videos that utilize the visual and verbal processing areas of the brain are more memorable.

There’s a great deal more you can learn about putting the latest brain research to work for your own explainer video in our ebook “60 Seconds: How to tell your company’s story & the brain science that makes it stick.”

I encourage you to download a soft copy right now or have a hard copy delivered to your door for easier reading. Explainer videos should be a serious investment if you want a serious reward in terms of conversion, so make sure you delivery is as professional as your message.

The Visual, the Verbal, & the Video was last modified: February 25th, 2015 by Brandon Houston